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Allied Bakeries launches Kingsmill Great White with £6m push

Monday March 10, 2014 at 3:16pm
Allied Bakeries is backing the launch of its Kingsmill Great White loaf with a £6.7m multichannel push that takes in shopper, sampling, a national media partnership, and advertising. The activity, which features Cold Feet’s Jon Thomson, kicks off in April and is designed to raise trial and awareness of the loaf. Creative will focus on the message that it’s permissible to ‘Love white bread again’ as Allied seeks to rejuvenate the category. The Kingsmill Great White loaf contains as much fibre as wholemeal. Overall sales of sliced white bread have been in decline, falling to 4.8% by volume – or 40million loaves – in the past year alone (according to Kantar). Allied is looking to reverse the trend and create a sub-brand worth £100m within three years. Kingsmill senior brand manager Lydia Freeman said: “Our research shows Britain loves white bread – especially for family favourites like beans on toast and bacon sandwiches – but they are hearing that it’s not what they should be eating. “A large number of consumers are torn between their love of white bread and their desire to eat as healthily as possible. This insight has enabled us to launch Kingsmill Great White, which gives our consumers a reason to love white bread again.”
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